The document discusses measuring the potential for viral content and provides a formula and tips. The formula suggests that the chance of viralization equals how much the creator and agency liked the idea multiplied by various factors, but that the overall chance is only 60% even if all factors are good. The tips include acting like the target audience, prioritizing content over brand, learning from failures instead of deleting content, and focusing on creativity over formats when trying to create viral content.

1. Measuring the potential
of viral stuff
(Advertising viral stuff, I mean. Don’t get me wrong)

2. Well,
can we measure the
potential of viral stuff?

3. Well,
can we measure the
potential of viral stuff?
Honestly?
Nope.

4. BUT

5. There’s a formula that
might help.

6. (1 to 10 grade) (1 to 10 grade)
Chance of + (How much the agency liked x 2)
%
(How much you liked the idea x 4)
=
viralization How many things in the video will instantly fuck your brand
(1 to 5 - if there’s more than 5, forget it please; if there’s nothing, it’s just another branding video)

7. In other words:
Even if everything is ok,
there’s only 60% of chance
that your stuff will go viral.
*
* Data source: my brain.

8. In other words:
Even if everything is ok,
there’s only 60% of chance
that your stuff will go viral.
(Sorry about that.)

9. Now you’re thinking:
HOLY
S***

10. HOLY
S***

11. KEEP
CALM
AND
APROVE
THINGS

12. A few tips:

13. 1) Act like your target. Talk like
your target, and not like their
mom. Or grampa. Or son.
You shouldn’t think that people would
love you and share your content just
because you pretend to be cool.
Be original.

14. 1I) Content >>> brand
If you want a product placement video or
an interactive banner, you’re doing it
wrong. Think about your brand as part of
the content, but not as the protagonist.

15. III) Respect the #fail
You will fail someday. But learn with it,
don’t just take your content off the web.
Trolls are watching and waiting for it.

16. IV) Low cost videos are not
the secret for virals, ok?
You can try harder, I know that. So
please, have an idea first. Than you decide
how and where you should use it.
Creativity viralizes more than formats.

17. That’s it.
With love, @bruno.
http://about.me/pillbet